May 02, 2008

Quebeckers checking out

Loblaw's plan to hire 1,000 store employees, mostly for cash service and bagging, at 20 stores in the highly competitive Ontario market might be a sign that we're returning to humans instead of the self-serve checkout machines that have crept up in grocery stores and other big box retailers.

Like the fast check out lanes, they are meant to speed up the process. It's a welcome option as long as it lives up to the promise. Items that won't scan. Items that need to be weighed. Codes that need to be entered. Items detected in the bag that weren't recognized. And too many push pads to manage all lead to the dreaded "please wait for attendant" message. Suddenly, what was expected to be a speedy exit for technologically advanced shoppers with no need for the personal touch turns into an experience similar to getting the full search at airport security.

A survey conducted by Ipsos Reid/NCR (September 2004) offers some interesting insights into how Quebeckers and Canadians in the ROC views these machines and the benefits they are meant to provide.

While there are no significant differences in the appeal of self-checkouts between Quebeckers and Canadian in the ROC (22% of Quebeckers would be more likely to shop at stores with a self-checkout option compared to 27% as a national average), Quebeckers are significantly more likely to view the impact of self checkouts as ensuring customer support in the other areas of the store.

The answer to this question is most telling.

Retailers who have deployed self-checkout are looking to reallocate staff to other areas of the store for improved customer service. Which of the following areas are most important to you when you shop?